October 2011

October 26, 2011

Fascinating word if you think about it. Rapport is of French origin, around 16th century, from the word rapporter, which means to bring back, or report. The way we use the word now is to describe a good relationship. Inherent in the word is an assumption of a healthy, two-way deal. "They seem to understand me and I understand them. We've got a good rapport." I think most of us strive for that outcome in our business and personal interactions.

At its heart, marketing is about building rapport with customers. It's our job to better understand what customers want. We then continually seek to preserve, adjust and invent products and services that are of value to customers, then effectively tell them about these offerings. We understand them. They understand us. When it works, customers buy things and are willing to pay us enough so we stay in business to make more and keep the conversation going.

When does marketing fall apart? When the rapport breaks down. Either we don't listen well enough or we don't explain what we're selling well enough. Or both. And why does this happen? Because it's hard work to keep up a good rapport. It involves desire, skill, time, and often money. Communication is often considered a given and, for that reason, it can be underappreciated and underfunded.

Here's an idea, based on the French heritage of rapport. In any and all customer interactions, make a specific effort to bring something back. Literally. Discover information worthy of a report. Be sympathetic. What can you learn that would help bring greater harmony or accord between you and your customer? Envision a diplomatic mission of sorts. These days, you can facilitate these missions face-to-face or on Facebook, by going to Taiwan or going on Twitter. The medium is not as important as the message.

Especially as we trudge along in uncertain economic times, we can all try a little harder on relationships. If they improve...we'll know why. If they don't...well, we'll know it wasn't because we didn't try. In that case, we'll just have to conclude "c'est la vie."

October 13, 2011

A person who attacks cherished beliefs; a breaker or destroyer of images.

I was lucky. Just as I became interested in marketing, Apple's revolutionary "1984" TV Commercial aired on the Superbowl. After that, nothing was ever the same - in computers or advertising. Usually, sentences like the one I just wrote are hyperbole. But not in this case.

The older I get, the more I realize that it's individual people, their vision and their leadership that make the world a better place. In companies. In governments. In houses of worship. Everywhere. We can have all the innovation processes and Six Sigma systems set up that we want. None of it is any good without a living, breathing human being who inspires.

Steve Jobs challenged the status quo. He believed in what he was doing and stuck to it. It just so happened that he was also an artist of simplicity - not complexity. What would the devices we use today (or even a hundred years from now) look like if Steve Jobs had not walked this Earth? What about the design influence on every other product? Packaging? Retail stores? The list goes on.

History is filled with iconoclasts. But, the people we remember and revere are those that replaced the images they shattered with new icons. A week after his death, the inspiration I take away from Jobs is to remember if I'm going to be a breaker, I better also be a builder. Thanks Steve.

Matthew Kelly: The Dream ManagerKelly tells the story of a company that becomes devoted to helping employees attain their dreams outside of the office. Then you are challenged to create a program like it for your company.